1. Bern University of Applied Sciences
  2. School of Architecture, Wood and Civil Engineering
  3. About the Department BFH-AHB
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Dr. Clemens Ammann

Profile

Dr. Clemens Ammann Dozent

Contact

Links

  • Address Berner Fachhochschule
    Business School
    Institut Marketing & Global Management
    Brückenstrasse 73
    3005 Bern

Activities

  • Lecturer in Marketing

  • Head of the CAS in Marketing

Teaching

  • Bachelor of Science (BSc) in Betriebsökonomie

  • Bachelor of Science (BSc) in International Business Administration

  • CAS Marketing

  • CAS Marketing

  • BMAR Marketing

  • IMAR Marketing

  • SP04 Junior Agency Award

Research

  • Brand Management

  • Consumer-based Strategies

  • Generative AI

CV

  • Dr. Clemens Ammann is a Lecturer at Bern University of Applied Sciences. He brings extensive experience in marketing strategy, market research, and digital markets to his teaching. He earned his doctorate at the University of Bern, where he studied the dynamics of digital markets and consumer behaviour on social media.
  • Alongside his teaching, he is a Partner at Flybridge, where he helps companies with strategic, data-based marketing solutions. His aim is to translate academic research into practical concepts and help organisations position themselves successfully in the market over the long term.
  • 2025– Lecturer in Marketing Bern University of Applied Sciences (BFH)
  • 2024– Co-CEO Flybridge
  • 2024– Research Associate University of Bern (Department of Marketing)
  • 2022– Lecturer IMU Marketing Executive Education (University of Bern)
  • 2023–2024 Programme Director, CAS Marketing Management and Sales IMU Marketing Executive Education (University of Bern)
  • 2021–2024 Head of Consulting Academic Alpha AG (now Flybridge)
  • 2022–2024 Postdoctoral Researcher University of Bern (Department of Marketing)
  • 2016–2021 Research Assistant, Doctoral Researcher and Consultant University of Bern (Department of Marketing)
  • 2016–2021 Programme Coordinator IMU Marketing Executive Education (University of Bern)
  • 2014–2016 Student Research Assistant University of Bern (Department of Marketing)
  • 2014–2016 Student Research Assistant University of Bern (Department of Organisation)
  • 2014 Market Research Intern Mobiliar AG
  • 2019–2022 CAS in Higher Education Teaching University of Bern
  • 2016–2021 Dr. rer. oec. University of Bern

Publications

  • Balazs, A.-M., Malär, L., Krohmer, H., Plociennik, T., & Ammann, C. (2026, June 2–5). AI-free signalling and the emergence of brand psychē in consumer judgement [Conference presentation]. 55th EMAC Annual Conference, Bath, United Kingdom.

  • Balazs, A.-M., Krohmer, H., Hediger, A., & Ammann, C. L. (2025, Mai). The path to implementation - A strategic framework for generative AI implementation. 54th EMAC Annual Conference, Pozuelo de Alarcón, Madrid, Spain.

  • Matzinger, J., Ammann, C. L., & Krohmer, H. (2025, Mai). Expectations, blame and betrayal: Exploring the dichotomous impact of brand purpose on consumer forgiveness in times of criticism. 54th EMAC Annual Conference, Pozuelo de Alarcón, Madrid, Spain.

  • Matzinger, J. T., Ammann, C. L., Näpfli, S. N., & Krohmer, H. (2024, Februar). The Double-Edged Sword of Brand Purpose in Times of Criticism: Fostering a Protective Halo and Precipitating Expectations. In American Marketing Association Conference.

  • Matzinger, J. T., Ammann, C. L., Krohmer, H., Hediger, A., & Näpfli, S. N. (2023, Mai). Investigating the True Effect of Corporate Reputation on Firm Performance: Disentangling the Measurement Jungle. In European Marketing Academy Conference

  • Ammann, C. L., Giuffredi-Kähr, A., Nyffenegger, B., Krohmer, H., & Hoyer, W. D. (2020, Mai). A Typology of Consumer Brand Defenders: When Egoists, Justice Fighters and Brand Fans Defend your Brand. In European Marketing Academy 2020 Annual Conference, Budapest, Hungary.

  • Ammann, C. L., Giuffredi-Kähr, A., Nyffenegger, B., Krohmer, H., & Hoyer, W. D. (2020, Februar). A Typology of Consumer Brand Defenders. In 2020 AMA Winter Academic Conference, San Diego, CA.

  • Ammann, C. L., Giuffredi-Kähr, A., Nyffenegger, B., Krohmer, H., & Hoyer, W. D. (2019, Mai). What Drives Consumers to Defend Your Brand Against Criticism? Egoistic versus Altruistic Motives. In 48th Annual Conference of the European Marketing Academy, Hamburg, Germany.